Content Analysis of Communication Strategies in Team ‘Patrón Mejía’: Effectiveness and Message Study

DOI

10.2991/978-94-6463-868-4_5How to use a DOI?

Keywords

Ecuadorian football; communication strategies; social networks; Patrón Mejía

Abstract

This research analyzes the communication strategies employed by the Club Deportivo “Patrón Mejía” between August 2024 and September 2024 on the digital platform Facebook, using a mixed-methods approach. Through content analysis and metric evaluation, the study examined the communication strategies, the diversity of formats, the level of interaction, and the participation of fans in the last six matches of the team in the Hexagonal Final of the AFNA Championship. The results revealed the performance of the Club Deportivo “Patrón Mejía” strategies, demonstrating the consistent use of graphic elements that strengthen the team’s identity, and the application of three sub-strategies (general expectations for the team in the Hexagonal Final, expectations per match, and results per match). These strategies successfully captured attention and led to increased audience participation in the six matches of the Hexagonal Final. This study, conducted in the digital environment to understand the dynamics of engagement and active participation of the audience in sports events such as matches and team anniversaries in the Second Division Championship, revealed some issues between fans and the team due to the lack of information provided by the Club Deportivo “Patrón Mejía”.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Nina Aguiar
AU  - Bryan Constante
AU  - Mauro Ruiz
PY  - 2025
DA  - 2025/10/22
TI  - Content Analysis of Communication Strategies in Team ‘Patrón Mejía’: Effectiveness and Message Study
BT  - Proceedings of the International Conference on Communication and Applied Technologies 2025 (ICOMTA 2025)
PB  - Atlantis Press
SP  - 37
EP  - 46
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6463-868-4_5
DO  - 10.2991/978-94-6463-868-4_5
ID  - Aguiar2025
ER  -